Criticism of David Chang and Momofuku over 'Chili Crunch' Trademark Dispute

Criticism of celebrity chef David Chang and his Momofuku brand erupted recently after the company cried foul at fellow Asian-led chili oil companies over use of the term “chili crunch.” The furor also renewed love for Lao Gan Ma spicy chili crisp, an iconic condiment that many of Asian descent, particularly Chinese Americans, associate with home.

According to the letter, seen by NBC News, Homiah’s use of the term infringes on Momofuku’s trademark rights by “creating an obvious risk that consumers will mistakenly believe that Homiah’s Chili Crunch goods are associated with Momofuku.” Michelle Tew, Homiah’s founder, compared receiving the letter to a “punch in the gut.

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